Friday morning’s session opened up with a bang, and to say that web marketing guru, Marcus Sheridan has a bit of passion for what he does, may be the understatement of the year. The very energetic Sheridan opened up his session with the question, “What business are you in?” After a few non-plus answers and some clarifications, Sheridan then asked if, as marketers, we were in the same business as a car salesman. Many laughed and made a few car salesman jokes, but Sheridan continued, wondering why is a car salesman considered the “lowest of the low”?
Annie Cushing is the founder of Annielytics, specializing in web analytics, SEO, PPC, social media, and competitive analytics.
Kirk Williams is a very experienced PPC search engine marketer with some serious ecommerce chops. Much of Kirk’s presentation focused on Product Listing Ads, or PLAs, as Google Shopping is playing a more significant role and was incredibly useful for SLC|SEM attendee working in the ecommerce space in ecommerce. He specifically address campaign setup, the role of RLSAs in ecommerce, labels, and bidding tactics specific to PLAs.
JD Prater is a Senior Account Manager in charge of training and education at Hanapin Marketing. His session focused on how to build a social strategy that works. Oftentimes, social is treated too much like search, Prater noted. If you want to build a successful campaign, then you have to go down a 3-step path:
Bjorn Espenes is the CEO and founder of Finch, a PPC bid management software. As such Bjorn’s presentation was about the impact of programmatic advertising on the SEM industry. To illustrate his point, Bjorn talked about how Google Adwords is the world’s largest buying market citing the fact that there are over 3.5 billion searches on Google each day. Furthermore, each search presents the issue of a single buyer and multiple suppliers. In this environment a paid search marketer needs to know which clicks will be profitable to be successful. Enter Finch.